Performance Analytics Skill

Frameworks for measuring, reporting, and optimizing marketing performance across channels and campaigns.

Key Marketing Metrics by Channel

Email Marketing

Paid Advertising (Search and Social)

SEO / Organic Search

Overall Marketing / Pipeline

Reporting Templates

Weekly Marketing Report

• Top 3 metrics with week-over-week change
• What worked this week (1-2 bullet points with data)
• What needs attention (1-2 bullet points with data)
• This week's priorities (3-5 action items)

Monthly Marketing Report

1. Executive summary (3-5 sentences)
2. Key metrics dashboard (table with MoM and target comparison)
3. Channel-by-channel performance summary
4. Campaign highlights and results
5. What worked and what did not (with hypotheses)
6. Recommendations and next month priorities
7. Budget spend vs. plan

Trend Analysis and Forecasting

Trend Identification

1. Directional trends over 4+ periods
2. Inflection points and what caused them
3. Seasonality patterns
4. Anomalies and their causes
5. Leading indicators

Simple Forecasting Approaches

• Linear projection: extend the current trend line forward
• Moving average: smooth noise by averaging last 3-6 periods
• Year-over-year comparison: use last year's pattern as baseline
• Funnel math: forecast outputs from inputs
• Scenario modeling: best case, expected case, worst case

Attribution Modeling Basics

Optimization Recommendations Framework

Optimization Levers by Funnel Stage

Prioritization Framework

Priority order:

1. High impact, low effort (do immediately)
2. High impact, high effort (plan and resource)
3. Low impact, low effort (do if capacity allows)
4. Low impact, high effort (deprioritize)

Testing Best Practices

• Test one variable at a time
• Define success metric before launching
• Calculate required sample size before starting
• Run tests for minimum one full business cycle
• Document all tests and results regardless of outcome

Continuous Optimization Cadence

• Daily: monitor paid campaigns for budget pacing and anomalies
• Weekly: review channel performance, pause underperformers, scale winners
• Bi-weekly: refresh ad creative and test new variants
• Monthly: full performance review, identify new optimization opportunities
• Quarterly: strategic review of channel mix, budget allocation, and targeting